At present, more than 70% of the Italian market for spectacle frames is “monopoly” of two or
three large companies (which moreover interact by proper points of sale) offering some 70
different lines or “brands”.
What are the chances for a small company appearing in this reality? Is there still space?
Put forward like this, the question can only lead to a negative answer.. It is therefore necessary
to leave the power-play situation, and examine the market from a different point of view: what
are – or could be – the sleeping desires, the unexpressed demands, the possible developments..
if ..?
The consolidated situation of quasi monopoly is accompanied by an impalpable intolerance of
the Italian opticians towards this status, this outspoken or hidden conditioning – and has created
or is about to create the wish for guidelines to regain proper orientation of professionalism and
image. A professionalism that may occasionally have been watered – if driven between “brands”
and a selling structure of “cash & carry”, it was sacrificed on the altar of the increasing clash
over similar products that has inevitably caused the perverted circus of discounts.
On the base of these considerations and stimulations, our company has taken up work and
intends to fill an existing possible available space by developing a series of “alternative” collections,
offering within them a maximum of design and quality.

Quality, Design, Research and Service

The perfect blend necessary to offer product which is fashionable, individual, and different in
each niche, all of them aiming to satisfy in a personal way both the needs of the optician and his customer base.